Healthcare

You’ll either love this or hate it. But what you think doesn’t matter — it only matters what the target customer thinks. This campaign from Cadillac is a great example of “you can’t talk to everybody” so you use consumer insights to focus like a laser on your targets’ hot buttons.

In the case of this TV spot, it has created national buzz. The holy grail of advertising is buzz — essentially, earned media and water cooler chat. Cadillac knew if you hated this campaign, you weren’t going to buy a Caddy anyway; so their hope was that some consumers would get angry enough to tell everybody, and ultimately help sell even more Cadillacs through the buzz.